Several internal environment factors influence the adoption of Electronic Commerce andamong the most commonly investigated characteristics that promote the adoption of thetechnology are developed by Rogers (1995) and adapted in the following: perceived relative advantage (ie. the perceived Electronic Commerce benefits and impact), compatibility (both technical and organisational), trialability (the degree to which Electronic Commerce can be pilot tested or experimented), complexity (ease of use or learning Electronic Commerce) and observability (the extent to which relative advantage or gains of Electronic Commerce areclear)
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